Managing brand identity strategy: how professional football wins the game

Jens Blumrodt and Nell Huang-Horowitz
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Jens Blumrodt: ESC [Rennes] - ESC Rennes School of Business

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Abstract: While research on brand identity is abundant, an area that is less explored is whether an organisation's communication about itself directly translates to key stakeholders' perception of that organisation. The purpose of this study is to explore whether certain Web-based communication strategies are more effective in aligning organisations' communicated identity (CI) with their perceived identity (PI).

Keywords: Websites; Brand image; Brand identity; Digital communication; Football; Web-based communication (search for similar items in EconPapers)
Date: 2017-11-20
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Published in Journal of Business Strategy, 2017, 38 (6), pp.31-37. ⟨10.1108/JBS-08-2016-0083⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02002392

DOI: 10.1108/JBS-08-2016-0083

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